The Last 35 Years of PR in Review: From Fax Machines to AI

Instinctif’s CEO, Julian Walker, and Managing Partner, Matthew Smallwood, share their insights on 35 years in the PR industry. Matthew, who joined the business before the internet even existed, brings a wealth of stories and experiences.

Key Takeaways:

1. Technological Evolution in Communications: Over the last 35 years, the PR and communications industry has transformed significantly due to technology. From fax machines and hand-delivered letters to the fast-paced world of instant digital communication, the industry has become more efficient in delivering press releases and reports.
2. Speed and Transparency: The rapid evolution of communication tools has led to quicker dissemination of information, especially in the financial markets. This has heightened expectations for transparency and real-time updates, with the rise of AI, automated trading, and advanced analytics.
3. Role of Financial PR: Financial PR has evolved from being a support function for advertisements to a strategic advisory role within the boardroom. Companies now require PR firms to manage not just communications but also reputation, especially in times of crisis.
4. Impact of Social Media and Digital Channels: Social media has integrated into PR strategies, not as an add-on but as part of a holistic communications plan. It has increased the channels through which companies engage with stakeholders and has amplified the importance of reputation management.
5. Diversity, Inclusion, and Corporate Responsibility: Issues like diversity, inclusion, and sustainability are under increasing scrutiny from the public, with companies needing to be accountable for their promises. Social responsibility is now central to a company’s reputation and long-term success.
6. Post-Pandemic Work Culture: The shift to remote work, accelerated by the pandemic, has changed how teams collaborate. While technology enables communication, face-to-face interactions remain crucial for mentorship, learning, and nuanced understanding within the industry.
7. AI in Communications: AI is expected to revolutionise the PR industry, handling more routine tasks like drafting press releases. However, strategic advice and emotional intelligence, critical elements of PR, are unlikely to be replaced by AI soon.
8. The Future of Communications: Future trends include further globalisation of communication practices and increased reliance on AI. However, human judgment, creativity, and trust will remain essential, as public relations remains more of an art than a science.